Effective communication is crucial during an organizational crisis to mitigate reputational damage and ensure stakeholder awareness. Post-crisis communication is essential for rebuilding trust, requiring careful message crafting, timing, channel selection, and audience targeting. Organizations should focus on transparent updates and strategic announcements to restore confidence among stakeholders.

1. Communication during an
Organizational Crisis
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2. Importance of communication in a
crisis
 Crisis a threat to reputations of both organization and its
products/brands
 Can also affect stakeholders, customers, clients
 Effective communication can be helpful, useful in
alleviating, repairing reputational damage during, after
crisis
 All features of communication critical in such scenario:
i. Message content
ii. Timing
iii. Channel
iv. Audience
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3. Communication in a crisis
 Post-crisis communication essential in repairing
reputational damage.
 Response strategies can destroy or mend
organizational reputation
 Analysts: crisis management calls for “evidence-based
crisis communication guidance”
 Also necessary: scientific evidence, employing
empirical research as opposed to individualistic
preferences and some intuitive experiences.
 Seek to optimize recovery of positive reputation for
firm and brands in after-crisis communication.
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4. Steps to enhance communication
after crises
 Upholding communication: management should
not cease to enlighten stakeholders on what is
happening, what is expected of each.
 Development of product/service that promotes
the brand
 Ensures communication plays its role in sensitizing
stakeholders, consumers.
 Need for management's extra care on communication
method employed in publicizing new brand
 Transitional period critical
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5. Steps to enhance communication
after crises
 Reexamination of social commitments: does not
primarily involve communication
 Social communications such as corporate social
responsibility
 Communication amongst, between stakeholders
determines success of organization’s response to crisis issue
 Need for crisis communication skills in enlightening
society on intentions in relation to public relations
activities
 Important before rumors, information from other
unreliable quarters.
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6. Steps to enhance
communication after crises
 Making an announcement to the public on revival
from the crisis.
 Make known enhanced performance and productivity
 To call back clients and other stakeholders who may
have lost confidence in organization
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7. Communication after crises
 Need to choose message carefully
 Use correct, most suitable, convenient channel of
communication
 Ensure effectiveness of message in reaching right
audience
 Use correct timing
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